and its group companies Mercedes-Benz India (MBIL), Daimler India Commercial
Vehicles (DICV), Mercedes-Benz Research and Development India (MBRDI) and
Daimler Financial Services India (DFS) have inaugurated ‘Safe Roads’ a
Corporate Social Responsibility (CSR) initiative in New Delhi on April 29, 2015.
Roads’ initiative from the group of companies is a road-show exhibition
educating traffic safety through physical demonstrations, visual aids and
research reports. Mercedes says that the initiative is a multi-city activity
meant to create awareness about the significance and importance of road safety.
140,000 people die every year of road accidents in India, largely caused due to
ignorance of safety norms and rules. ‘Safe Roads’ was hence conceptualised by
Mercedes-Benz, in an effort to reduce this startling fatality rate on Indian
roads, by creating more awareness on road safety. Mercedes believes that over
70pc of the fatalities can be reduced in the next ten years through education
and enforcement of safety rules and by creating awareness.
demonstration will be undertaken with the use of exhibits that have been
brought from Germany providing a real life experience of safety measures that
can potentially save lives during road accidents like:
The Belt-Slide exhibit
enables visitors to experience the impact of seat belts in a simulated crash
environment at low speed.
Airbags will also be on
display (driver and passenger airbags, curtain airbags, knee bags, etc.).
A ‘Body in White’ (BiW) passenger car
exhibit highlights some of the core elements of a car structure which have high
tensile strength that can absorb most of the energy during a crash and minimize
passenger car intrusions.
Alcohol goggles simulate
the common ‘walk-the-line’ activity which causes loss of balance and delayed
reaction times. Visitors will feel their susceptibility to impairments and
realize the potential severe consequences due to alcohol consumption.
The original ESF (Experimental Safety) vehicle. The
ESF illustrates trailblazing innovations in the field of safety like PRE-SAFE,
Braking Bag, Interactive Vehicle Communication, etc., some of which have
already found their introduction into current products.
is a collaborative initiative of Mercedes-Benz group companies along with JP
Research, Apollo Hospitals and IIT Delhi. The partner organizations have
supported the initiative with in-depth research information and data on the
existing scenario of road safety in India. These research reports also provide
indicators of how the scenario can be improved through education and
enforcement of traffic rules.
the World Health Organization (WHO) India had seen the highest number of road
traffic fatalities in 2010, which is about 15pc of global road traffic
fatalities. According to Ministry of Road Transport & Highways (MORTH),
during the period 2003-2013, India’s reported road traffic fatalities grew by
60pc, with around 137,572 fatalities in 2013. When compared with other emerging
market country, China saw a 43pc fatality reduction was observed during
If 2011 is taken as base year, the fatality
trend will reach about 250,000 by the year 2025 if business as usual continues
with respect to road safety. However, 38pc fatality reduction could be achieved
with strong enforcement on drunk driving, overloading and load protruding and 80%
fatality reduction could be achieved with strong enforcement on driver related
factors –including over- speeding. By 2025, the projected number of fatalities
could be reduced to about 50,000,
a sample study, in 50pc of the accidents, there were no accident avoidance
manoeuvres from the drivers. Only in 30% of the accidents, drivers performed a
brake or swerve manoeuvre or a combination of both. Also, the percentage use of
seat belts by car drivers and front passengers is low (about 16pc). There is a
need to showcase and make road users understand the impact; a typical seat belt
will have a crash scenario.
Head of Accident Research, Sensor Functions and Pedestrian Protection,
Mercedes-Benz Cars said, “Safety is a core value for Mercedes-Benz. Therefore
all our business units stress safety as a priority for the user as well as for
the environment they are operating in. When we learned about the accident and
fatality rates in India, we decided to develop the ‘Safe Roads’ CSR initiative.
This is also in line with our spirit of good corporate citizenship – meaning
that we like to contribute to the society we do business with. We hope that our
initiative will kick-start an era of road safety awareness and will support a
new culture of road safety among the people in India.”
Kern, Managing Director and CEO, Mercedes-Benz India commented “At
Mercedes-Benz, safety is of utmost importance and precedes all our innovations
and development. Mercedes-Benz’s contribution to global automotive industry is
well recognized and has an enduring influence on safety development. Our
numerous innovations, particularly in the field of protection for vehicle
occupants and road users, have saved countless human lives over the years.”
“Our latest contribution to customer safety is
that, all Mercedes-Benz vehicles in India now comes equipped with new rescue
stickers with QR Codes, which assists rescuer to find out where to exactly
position the rescue tools on the cars- making occupant rescue harmless and
safer, in case of an accident. Mercedes-Benz India is the first luxury car
maker to implement this in India. We are confident that initiatives like ‘Safe
Roads’ will enhance the understanding of a vehicle safety systems and spread
the awareness on creating safer roads for vehicle users in India. Considering
the alarming rate of accidents on Indian roads, we strongly need to address not
only various behavioural aspects of the vehicle users and the related
infrastructure measures, but also consider making our vehicles safer and
smarter by introducing advanced safety features and driver assistance systems. We
strongly believe ‘Safe Roads’ initiative will be able to underline all these
aspects comprehensively and make Indian roads, ‘safer’.” Kern added.
flag-off at New Delhi, the ‘Safe Roads’ CSR initiative will be travelling to
Ahmedabad, and later to Pune, Mumbai, Chennai and Bengaluru.
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